5 Cheat Codes for Facebook Ads

Five Cheat Codes

for Facebook Ads

by John Haydon

What we’re talking about today

• How are Facebook Ads unique?
1)
2)
3)
4)
5)

Let Insights tell you you how to target Facebook Ads
How to game the News Feed with Promoted Posts
How to let Graph Search show you lateral targets
How to target your customers with Facebook Ads
Using Facebook Ads to do customer research

• Salt and Pepper
• Facebook ad cheatsheet
Five Cheat Codes for Facebook Ads

How are Facebook Ads unique?


Facebook has the most users

Over 1.2 billion active
users, and 700 million
active mobile users!

79% U.S. adults use social media (http://zmb.me/VTPZ2k)


Social content as ad copy

In newsfeed:

Ad content is created
from content, comments,
likes, shares

In sidebar:


Recommendations from strong ties

People trust the
recommendations of
their friends way more
than brands


Hyper-targeting

Target ads to specific
segments of friends
of your fans!


Different (not better) than Google ads

Facebook ads
target what people like
Google ads target what
people search for
Facebook ads reach their intended audience 90%
of the time VS an online industry standard of 35% (http://zmb.me/Ua1Nfm)



Cheatcode #1


Don’t just pull targets out of your butt

Yeah, that seems right...


Use actual data on Facebook users

Much better!


Use actual data on Facebook users


Game the News Feed algorithm with Promoted Posts

Cheatcode #2


How to game Edgerank with Promoted Posts

But first... what is a Promoted Post?

Facebook Ads

vs

Promoted Posts

Cheap, but not as cheap as
promoted posts

Super cheap

Loads of highly specific targeting
options

Very easy to use and measure (on
desktop and mobile)

Results

Quick way to grow Page likes,
drive awareness and website
traﬃc

Get more exposure for posts that
are performing well

Downside

Not for the plumber or barber

Very limited targeting options

Pricing

Benefits



And... what is this “News Feed
algorithm” you speak of?

Four factors that determine whether your fan sees your Page update:

• Relationship between fan and update
• How fans talk about that update (likes, comments, shares)
• How recently the update was published
• How many negative comments the update received

The problem with Promoted Posts

Facebook wants you to Promote "important" posts. But what’s
important to you may not always be important to your community.


The problem with Promoted Posts

Facebook wants you to Promote "important" posts. But what’s
important to you may not always be important to your community.
Likes, comments and shares are the name of the game!


Reach should never be your goal on Facebook

You’re only paying for Reach.
So you could waste a lot of
money if you’re not careful!

Remember: Likes, comments and
shares are the name of the game!

Reach should never be your goal on Facebook

If you promote crappy
content, you will only hear
more crickets.


Only promote awesome

Instead, only promote posts
that your fans already love!



This leads to more News Feed
exposure in the long run.


Only promote posts to fans

You increase the likelyhood of negative comments by promoting to
friends of fans.


Only promote posts to fans

You increase the likelyhood of negative comments by promoting to
friends of fans. Consider deleting this ad in the campaign.

https://www.facebook.com/ads/manage/campaigns/

Mine for gold in your order posts

Go back over the past three months. Are there any posts you can promote?


Cheatcode #3


Create custom audiences

Custom audiences is a Facebook Ad feature that allows
you to target your customers among Facebook users,
using their email address, SMS or Facebook ID.


These people
downloaded that eBook!




•
•
•
•
•
•
•

Reach former customers with messaging that recaptures their interest.
Present diﬀerent Page content based on various diﬀerent donor levels.
Getting your top customers talking about you more.
Turn first time SMS members into Facebook Page fans.
Target customer segments with upsell ads.
Enhance open, click and conversion rates.
Suppress messaging from specific customers.


Here’s a video tutorial

http://www.johnhaydon.com/2012/09/how-target-your-donors-or-email-subscribers-facebook-ads/


Cheatcode #4


What are lateral targets?

These are interests that
your customers share
that are NOT directly
related to your business.


What is Facebook Graph Search?

Facebook Graph search
lets you search
Facebook’s massive
database of interests.



You can use this info to
more eﬀective target ads



10 graph searches to start with

1. My friends who like [your org]
2. Favorite interests of people who like [your page]
3. Favorite interests of people who like [your org] and [competing page]
4. Groups of people who like [your org]
5. Pages liked by people who like [your page]
6. Pages liked by women who like [your page]
7. Pages liked by men who like [your page]
8. Fans of [your page] and [another page]
9. Restaurants in [your city] visited by people who like [your page]
10. Pages like by people who live in [your city] and like [your page]

Use lateral targets wisely

1.
2.
3.
4.

Research lateral interest
Post content that appeals to those interests (be creative)
Promote the ones with the highest engagement
Split test to discover best approach



Cheatcode #5



Imagine being able to view a living, breathing
“persona” that represents your customer base?



Imagine being able to view a living, breathing
“persona” that represents your customer base?
You can overlay Custom audiences with other
Facebook Graph criteria.For example...


I had no idea...

Combine custom audience with other criteria


Salt and Pepper


Salt and pepper
Nope...


Salt and pepper
Content, community and strategy first!

Facebook Ads work best
when they enhance the
“flavor” of your content
marketing strategy.


Cheat Sheet


Definitions
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•
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•
•

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•
•

•
•
•
•

Page Engagement: Total number of times people have engaged with your Page or post.
Engagement includes things such as liking your Page, liking, commenting on, or sharing a post, or
clicking on a link within 24 hours after seeing your ad or 28 days after clicking on it, it's counted as
engagement.
Campaign Reach: This is the number of people that saw your ads.
Frequency :This is the avegrage number of times a person was exposed to your ad during the
campaign.
Total Spent: This is the total you've spent on this campaign during the dates selected.
Below the Page Engagement or Click graph you will see a button allowing you to view the full
report. Once you select this, you will be able to select the date range for the report and view the
following data at the top of the report (from left to right):
Impression: this is the total number of times your ad was displayed during the campaign.
Clicks: This is the number of clicks your ads have received. This number includes Page Likes, event
RSVPs, and app installs from the ad.
Actions: This data includes all actions taken by people within 24 hours after viewing an ad or
Sponsored Story, or within 28 days after clicking it. You’ll only see data here if you’re promoting a
Page, event, or app.
CTR (Click-through rate): The number of clicks on your ad divided by the number of impressions.
Spent: The amount of money you’ve spent so far during a campaign, or the total suspense once
your campaign is finished.
CPM: This is the cost per 1,000 impressions.
CPC: This is the avergage cost per click.


About John
Founder: Inbound Zombie - a non-profit social media consultancy in
Cambridge, MA and the Social Media Fundraising Club.
Trainer: Charityhowto and MarketingProfs.
Speaker: Nonprofit Technology Conference, New Media Expo, 140
Conference, Blackbaud BBCon, Social Media for Nonprofits Boston, etc.
Contributing Writer: Huﬃngton Post, SocialBrite, Care2 Frog Loop,
Social Media Today, Digital Marketing Monthly, Examiner.
Author: Facebook Marketing for Dummies and All-in-One (2014).
Clients include: Oceana, EpicChange, Share Our Strength,
Environmental Defense Fund, Shriners Hospitals for Children, Bucks
County Library System, Scholastic, TechSoup, MarketingProfs, WaterAid
America, Twin Cities Habitat for Humanity, University of Massachusetts,
National Wildlife Federation and Susan G. Komen Greater NYC


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